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Physician Communication: Inform Strategy Through Research
1. Physician Communication:
Inform Strategy Through Research
Sharon Applestein, Director of Institutional & Service Line Marketing
Therese Lockemy, Director of Internet Marketing & Social Engagement
@tlockemy
Johns Hopkins Medicine
May, 2017
13. 13
Quantitative
156 questions on:
• Communication preferences
• How they want to receive
information/content from Johns
Hopkins – print vs
digital/electronic
• Professional use of internet and
social media
Telephone survey of 300
specialists in Virginia,
Pennsylvania, Delaware,
New Jersey and Florida
• 65% male; 35% female
• Research conducted by
Professional Research
Consultants
• Branded as Johns Hopkins
research
14. Based on our marketing experience and results
• Clinical Connection Web Portal
• LinkedIn Campaign
• Native Advertising on Medscape
• E-blasts
• E-Newsletter
• Non CME Webinar Registration
14
Data Driven Insights
15. “Very Valuable” Responses
25.8%
32.5%
33.3%
34.2%
34.2%
41.4%
42.1%
54.2%
0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
Podcasts in Your Specialty
Video Case Presentations
Emailed Information from Johns Hopkins
Downloadable .pdf Case Studies
Johns Hopkins Website
Print Newsletters Pertaining to Your Specialty
E-Newsletters Pertaining to Your Specialty
Presentations by a Johns Hopkins Physician at
a Conference in Your Specialty
Research Question 1
Value of Specific Methods for Communications Between
Johns Hopkins and Physicians
17. Research Answer 1
Value of Communication Methods for Information from Johns Hopkins
Related to Your Specialty
(“Very Valuable” Responses)
57.0%
40.1%
27.9%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Digital Print In-Person Communication
18. 18
Survey Insights
Most Used vs Perceived High Value
0 10 20 30 40 50 60 70 80 90
MedScape
PubMed.com
Uptodate.com
Specialty association
Most Used Value
19. What doctors want …
In addition to specialty specific content, physicians want info on
• Newly available techniques
• Latest research and clinical trials
• CME
• Recommended treatment guidelines
• Case presentations – not patient stories
• Protocol for referring patients
19
20. Preferred Communication Method for Case Studies
79%
75%
62%
55%
80%
84%
78%
70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Under 45 45 - 54 55 - 64 65 +
Digital Case Study Provide Name & Email
20
Overall 69.4%
prefer their case
studies digitally
Overall 77.6%
are willing to give
their name and
email address
29. Personal use of Social Media
29
Social media sites used most
Facebook
YouTube
LinkedIn
Twitter
Yes 55%
No 45%
Personal
use of social
media
30. Professional Use of Social Media
Social media sites used most
Facebook
YouTube
LinkedIn
Doximity
30
Yes 31%
No 69%
Professional
use of social
media
31. 31
0 5 10 15 20 25 30 35 40 45 50
Facebook
YouTube
LinkedIn
Doximity
Twitter
Most Used Value
Survey Insights
Most Used vs Perceived High Value
32. Likeliness to Click on a Social Post
46%
39%
15%
Likeliness to Click
Very Likely Somewhat Likely Not At All Likely
32
6%
21%
73%
Value of Communications from Johns
Hopkins
Highly Valuable Somewhat Valuable Not at All Valuable
36. LinkedIn
36
Top Performing Post
Best Practices
• Very engagingAd Introduction. Your content creates
curiosity which drives engagement
• Covers an interesting topic that’s relevant to youraudience
• The landingpage was in sync with the purpose of yourAd
• Post performed over LinkedInbenchmarks!
Recommendations
• Visuals should be clear and eye-catching to your users
• Reduce the Ad Introduction text to avoid truncation.
42. Doximity Colleague Connect
42
Target Criteria
Subject:
Hello from Dr. Daniel Scuba &
Johns Hopkins Neurosurgery
Types of Physicians:
Spine Neurosurgeons &
Spine Orthopaedic
Surgeons
Geography:
PA, DE, WV, VA, DC,
NJ,
NY, FL
Exclusions:
Johns Hopkins Affiliated
Open Rate:
42%
Dear Dr. <Last Name>,
After seeing your profile on Doximity, I would like to connect. I specialize in the treatment of complex
conditions, such as spinal tumors, spinal deformities and scoliosis, and also serve as director of
minimally invasive spine surgery in the Johns Hopkins Department of Neurosurgery.
I have been conducting outcomes research related to surgery of metastatic cancers of the spine as
well as related to adult spinal deformity. You can read about it, along with the latest clinical and
research advancements taking place in the departments of Neurology and Neurosurgery, in
Doorways to Discovery on Johns Hopkins Clinical Connection: https://clinicalconnection.hopkins
medicine.org/news/spinal-tumor-surgery-eliminating-the-gray-area
If you think I can ever be of help to one of your patients, or if you have any questions about my
practice, please add me to your address book, reply directly to this message or feel free to reach me
at dsciubb1@jhmi.edu.
Regards,
Daniel Sciubbs, MD
44. Doximity Sponsored Content Performance
44
By Training
Open Analysis | 52 Specialties Represented
No Womb for Error
31%
23%
23%
18%
7%
7%
7%
3%
3%
Residency
Residency, Internship
Medical school
Fellowship
Medical School, Fellowship, Residency
Medical School, Residency
Residency, Fellowship
Internship
Medical School, Internship
By Experience
Top Specialties
7%
6%
6%
6%
6%
6%
5%
Internal Medicine
Ophthalmology
Psychiatry
Anesthesiology
Cardiology
Radiology
Pediatrics
27%73%
3,650
Delivered
1,143
Opened
31%
Opened
2.97%
Clicked